Learn how neuromarketing and psychology can be applied to fundraising. Click on images within the presentation to be taken to the research or resource that supports the particular point.
9. So, giving people the
opportunity to invest
in your organization is,
in reality, doing
them a favour
10. Moral identity matters
“Thanks for calling and becoming
a kind and caring WFIU
donor (or client)”
Those two words increased giving by 21%
amongst female donors (no impact on males).
12. Humans experience
psychic numbing
“If I think of
the mass I will
never act, if I
think of the
one, I will”
13. We really don’t make any sense
Give $10 million to fight a disease claiming
20,000 lives and save 10,000.
or
Give $10 million to fight a disease claiming
290,000 lives and save 20,000.
Read more about this study
20. And so does readability
If your fundraising messages has a grade level higher than 7, it will draw a
lower response than one written at 7 or less. It’s a tested reality.
29. In summary
• Use persuasion
• Focus on emotion
• Moral identity matters
• Use stories, not stats
• Don’t forget design & readability
• Stop using “planned” and “legacy” giving
• Why, not how
• Beware of stating your goal and/or raising awareness
• Actions speak louder than words